Reflections of a PR student…chapter.seven

The third step in the RACE or the public relations process is “communication.” Communication as a whole is in my opinion the most important concept involved in Public Relations.

However, in this case communication is the stage of the process where the decisions made in steps one and two are implemented.

According to my Intro to Public Relations book, the communication process is used to inform, persuade, motivate, and achieve mutual understanding. When creating a message for a client, it is important to make sure it is appropriate, meaningful, memorable, understandable and believable to their targeted audience.

Several communication models show how an audience receives a message and although they all vary, most contain four main elements. Those elements include a sender (encoder), a message, a channel and a receiver (decoder). Some models include a fifth element, feedback. Feedback provides PR researchers and clients alike, the information they need. Feedback is essentially two-way communication. It is a dialogue between the sender and receiver. Once the receiver receives a message from the sender, the receiver switches roles and becomes the sender by sending a message back.

I found this really cool diagram that illustrated the 2 way communication concept…

http://digitalworship.blogspot.com/2008/05/communication-explained-part-2-of-5.html.

In creating a message, the PR practitioner should strive to grab the attention of the audience it targets. Audiences have different behaviors that determine whether or not they will pay attention to a message or not. Understanding the audience’s mental tendencies, the PR agency can tailor the message and its concepts to reach that particular audience.

PR campaign shold be able to be understood across cultures. PR agencies should consider cultural barriers of their audience, including language and literacy.

 Communication is successful based on the actions of the audience. If the audience reacts positively then the campaign was executed well.

Relections of a PR student…chapter.six

Proper planning is very important in the Public Relations process and is actually the second step in the process.

My Intro to Public Relations book gives an acronym for the Public Relations process. RACE stands for Research, Action, Communication and Evaluation. Planning is the equivalent of “action.”

In order to successfully complete a campaign or satisfy a client, a PR practitioner must be able to plan out a campaign after identifying the problem/challenge. To accomplish the company’s goals, the PR agency must put great thought into a sequence of tasks that will give the best result.

Having “strategy” is the key to an accurate plan. Planning also involves the use of several different media tools, like news releases, media kits and press conferences.

The book’s text compares the task of planning a PR campaign to putting together pieces in a jigsaw puzzle. Once research is done, the pieces of the puzzle are ready to be put together. There are two approaches the planning stage.

The first approach mentioned in the text is Management by objective (MBO). This approach is very specific and focuses on the organization’s set objectives. The second approach is a strategic planning model. These building blocks provide a clear background for clients and PR agents by asking detailed questions.

A PR plan identifies what needs to be done, why it needs to be done and how to accomplish it. Though some vary, most PR plans are structured by the following 8 elements:

1. Situation
2. Objectives
3. Audience
4. Strategy
5. Tactics
6. Calendar/timetable
7. Budget
8. Evaluation

To finalize the planning stage, the listed elements must be included and thoroughly investigated.

In the FIELD: An interview with a real-life PR pro

In my Intro to Public Relations class, Professor Nixon gave us a really cool assignment. The assignment was to interview a PR professional and reflect on their experiences in the field.

As a current student in the PR program at Georgia Southern, I thought it would be interesting to ask someone who was actually in my shoes at some point, a former GSU PR student.

I decided to interview my sorority sister, Robbyn Ingram, Georgia Southern Class of 2008. She’s fresh out of college and can really identify with my experiences.

Robbyn currently works as an account assistant for KC Public Relations in Atlanta, Georgia. You’ll find below my interview with a real-life PR pro!

• How long have you been in the field?
  “I have been working in the field for about 15 months (this includes coursework experience—PR Campaigns and Event Management, summer internship and current position).”
• Do you feel like college prepared you for your current position?
  “Somewhat. The courses I took during my undergraduate career were definitely beneficial in that I absorbed a substantial amount of general information about the public relations industry; however I feel my internship at the Averitt Center for the Arts better prepared me for real world challenges that I will encounter as a public relations practitioner. I was given the opportunity to spear-head different projects, participate in brainstorming sessions for new PR efforts and tactics, interact with local media personalities, and was instrumental in launching several campaigns for the Averitt Center. The hands-on experience from my internship helped to build my confidence as a public relations professional, and in my opinion, better prepared me for my current position than any college course.”
• In your workplace, are your co-workers at or above your age bracket?
  “The three Account Assistants I work with are in my age bracket (18-24) and the Account Executives are above it (25-31).”
• Is there anything you wish you would’ve learned prior to graduating?
  “Seeing as public relations is multi-faceted, it is my suggestion that Georgia Southern’s PR degree curriculum be updated to include mandatory copy editing and design courses as these are two very important elements in the field. Students should be exposed to all aspects of their career—not just writing and research—making them more versatile and adequately equipped to deliver innovative concepts, strategic communication efforts, and measurable results.”
• How often do you utilize media sites, such as Twitter or Linked-In?
  “With the demise of larger papers as a source for news, I find that our firm is looking into utilizing social networking sites like Twitter and Facebook as a means to communicate with target audiences. We are still learning and navigating these different media sites in attempts to develop more creative and effective ways to reach our markets.”
• Are you happy in your current position?
  “Yes and no. I am, of course, very happy and appreciative for the opportunity to work for KC Public Relations to expand my knowledge and enhance my skills. I have found that I am developing an interest to get involved in hospitality/retail public relations when my initial objective was to head in the corporate PR direction. I am also very grateful for the projects I have been able to contribute to—drafting media releases and advisories, assembling media kits, attending client meetings, pitching to media, coordinating and working events, corresponding with media personnel, and several other tasks. There are instances, however, where I become frustrated with assignments I am given or get overwhelmed with multiple projects. Overall, I am very thankful and proud to have a position directly out of college in my career field.”
• What particular area of PR are you interested in working in?
  “There are so many different avenues available to public relations students! As I mentioned, I was initially interested in corporate PR, but now after working in the field and being exposed to a variety of public relations functions, I am considering non-profit, hospitality (hotel and restaurant), entertainment and fashion PR.”
• Do you feel your current salary fits the amount of work you produce?
  “Not at all. My current position is entry-level, but I feel as if the work I produce is of the same quality as a seasoned professional.”
• Is writing as important in the industry as your college professors made it out to be?
  “Absolutely! Every aspect of public relations involves some sort of writing—whether it’s drafting/editing a press release, pitching a story to media, or responding to an office e-mail. Therefore, excellent writing skills are essential to any aspiring public relations professional.”
• Where do you see yourself in 5 years?
  “In five years, I hope to be preparing for graduation from the University of Georgia’s dual degree program with a Masters of Arts in Journalism and Mass Communication (emphasis in Public Relations) and my Juris Doctor. My ultimate career objective is to be the Public Relations Director/Legal Consultant for the Walt Disney Corporation. After graduation, I will be working towards that goal.”
• What is one piece of advice you’d give to an up and coming PR professional?
  “Be prepared to start your career off at the bottom. It is very rare that you will be offered an upper-level position after graduation. In most cases, you will have to work your way up—so work hard! Also know that PR tasks are not always creative and exciting. Sometimes you will have to generate media lists or search the internet for a single piece of information that seems impossible to find. Remember to stay motivated, practice professionalism and do the very best you can. Absorb all the information you can and keep in mind that any work you do adds to your experience as an effective public relations practitioner.”

At first, I was reluctant to interview Robbyn because I knew she hadn’t been “in the field” that long, but after it, I was so glad that I did. Robbyn was very honest with me and encouraged me to explore my options. After asking a couple of the questions, I was surprised at the answers I got. Robbyn made me realize several different things…1. I can’t graduate expecting my “dream” job – bummer; 2. It’s important to make the most of your internships and experiences; 3. PR is multi-facetred, so be open-minded!

Reflections of a PR student…chapter.four

Chapter 4 of my intro to PR book discusses PR departments and firms. As I learned, in reading the chapter, a PR department can be known by many different names, including corporate relations, marketing and corporate affairs, investor relations, public affairs, marketing communications, community relations, public information, and marketing services. I can remember a few months back, randomly searching for jobs in the industry and coming across several of these terms. I actually overlooked several of the jobs because I didn’t realize they related so closely to PR.

PR firms and departments come in all different sizes and structures. Some small. Some complex.

The chapter discusses the new trend of outsourcing that has flooded the industry. Many organizations has resorted to outsourcing their communicative procedures to PR firms. Before choosing to use a PR firm, companies should weight the advantages and disadvantages of using one.

Chapter concludes with the services provided by PR firms, including media analysis, crisis communication, events management, public affairs and research and evaluation. It is important to realize that PR firms serve different purposes, depending on the needs of the client.

Reflections of a PR Student..chapter.three

Chapter 3 of my intro to p.r. book discusses ethics and professionalism in the P.R. world. As a Public Relations professional, it is important to “do the right thing.” Ethics has always been a touchy subject, especially when it comes to matters of media. The chapter discusses ethical advocacy and organizations that support ethical practices, such as PRSSA (Public Relations Student Society of America) and IABC (International Association of Business Communicators). These organizations promote ethical values and encourage its members to remain professional. In fact, the IABC supports 3 essential principles:

• Professional communication is legal.
• Professional communication is ethical.
• Professional communication is in good taste.

At first glance, these 3 principles seemed “common practice” to me, but as my knowledge of the PR profession grows, I know not everyone adheres to them. The PR realm grows, more and more content jeopardize its “purity.” As I continue to learn about the profession, I strive to make ethical decisions.